Product Positioning Under Price Competition
提出一种基于消费者的方法，用于在价格竞争环境下进行新产品定价和定位。通过双寡头分析提供定性洞察，并利用变分不等式求解一般寡头市场的数值解，以止痛药为例说明。
This paper presents a consumer-based methodology for new product pricing and positioning in the face of price competition. The price competition is modelled as a Nash equilibrium for which two complementary approaches are employed: an analytical approach of duopoly provides qualitative insights into the competitive behavior, and a numerical approach of general oligopoly provides quantitative solutions under a wide variety of market scenarios. The optimal product positioning is formulated as a Stackelberg-Nash (leader-followers) equilibrium which can be solved numerically using recent advances in the field of variational inequalities. A small example concerning analgesics is used to illustrate this methodology.